Update Your Marketing Tactics With the Best Platforms for Small Business Advertising
Not too long ago, local advertisers were focused on figuring out which newspapers or magazines were the best places to run their print ads. Now, the challenge has shifted to navigating the vast array of digital platforms available for small business advertising. Sure, the big names like Facebook, Instagram, and Google come to mind, but deciding which one will actually work best for a specific business can be tough. Some platforms are better suited for certain types of businesses—like Pinterest for products or services with strong visual appeal—while others are more effective at reaching different audiences depending on when and where they’re browsing (like on their phones versus in front of a TV).
So, how should small businesses go about choosing the right platform? With hundreds of campaigns under our belt across all the major platforms, we’ve learned a lot about what works, what doesn’t, and, most importantly, how to identify where a specific small business can get the most out of its advertising budget?
Before diving into advertising, it’s crucial to ensure your brand is in top shape. Start by assessing your brand’s readiness. Ask yourself if your messaging is clear, consistent, and resonates with your target audience. Is your branding—like your logo, colors, and tone—reflecting the essence of what you offer? Do a quick check to see if your website and social media profiles are up to date and aligned with your brand’s identity. Once you’re confident in these areas, craft an ad that clearly and concisely communicates what you offer and how it can improve your customers’ lives. Next, make sure you have a landing page ready to turn those ad clicks into actual customers. With a solid ad and a simple funnel page in place, you’ll be well-prepared to start exploring the world of digital media advertising.
Google Ads
Benefits:
- Easy to Start: Google Ads is user-friendly, allowing businesses to quickly set up campaigns.
- High Visibility: You can pay to appear at the top of search results, driving qualified traffic when users are actively searching for your products or services.
- Effective Conversion Tools: When configured correctly, Google Ads can significantly increase phone calls, online contacts, and in-store visits.
Drawbacks:
- Expensive: The cost per click can be high, especially in competitive industries, making it costly to maintain.
- Complex Conversion Tracking: Setting up conversion tracking can be tricky and time-consuming, potentially leading to missed opportunities for optimization.
Bottom Line: If you’re serious about online marketing, Google Ads should be part of your strategy, but be prepared for the costs.
Microsoft Ads (Bing)
Benefits:
- Cost-Effective: Generally more affordable than Google Ads, making it a good option for smaller budgets.
- Appealing Demographic: Bing has a smaller but higher-income audience, which can be advantageous depending on your target market.
- Simplicity: The platform is easier to navigate, making campaign setup and management more straightforward.
Drawbacks:
- Smaller Audience: Bing has a significantly smaller user base compared to Google, limiting reach.
- Limited Tools: The platform lacks some of the advanced features that Google Ads offers for fine-tuning campaigns.
Bottom Line: Microsoft Ads is a cost-effective alternative with a higher-income audience, but it lacks the reach and advanced tools of Google.
Facebook/Instagram
Benefits:
- Massive Reach: Particularly effective for targeting the Boomer demographic, with extensive tools for audience segmentation.
- Powerful Targeting: Offers highly detailed targeting options, allowing businesses to reach specific audience segments based on behavior, interests, and demographics.
Drawbacks:
- Steep Learning Curve: The platform’s complexity can be overwhelming for beginners, requiring time and effort to master.
- Costly Mistakes: Without proper knowledge, it’s easy to waste money on ineffective ads.
Bottom Line: Facebook/Instagram is a powerful platform for reaching a wide audience, but it requires a good understanding of its tools to be cost-effective.
Pinterest
Benefits:
- Visual Appeal: Ideal for businesses with visually-driven products or services.
- Engaged Audience: Pinterest users often use the platform for research, meaning they are more receptive to ads that integrate well with their searches.
- Female-Dominated Platform: The majority of users are women, making it a good choice if this is your target demographic.
Drawbacks:
- Niche Audience: Compared to other social media platforms, the platform’s user base is smaller and more niche, which might limit its effectiveness for some businesses.
- Lower Ad Spend Flexibility: Pinterest’s ad platform is less developed, with fewer options for adjusting ad spend dynamically.
Bottom Line: Pinterest is excellent for visually-driven products and services, especially if your target audience is women, but it’s not as versatile as other platforms.
X (Twitter)
Benefits:
- Strong Male Audience: The platform predominantly attracts a male demographic.
- Effective for Short Messaging: Ideal for businesses looking to deliver concise messages with strong hashtag associations.
- Good for National Campaigns: X is better suited for broad, national reach rather than hyper-local targeting, although this is evolving.
Drawbacks:
- Less Effective for Local Campaigns: Historically, X has not been as strong for local advertising, though this is changing.
- Platform Transition: The shift from Twitter to X is ongoing, and the platform’s long-term effectiveness is still uncertain.
Bottom Line: X is a solid option for businesses looking to run national campaigns with a male audience, but local effectiveness is still developing.
TikTok
Benefits:
- Engaged Young Audience: TikTok’s user base skews younger, making it ideal for reaching a Gen Z audience.
- Creative Ad Formats: The platform thrives on short, vertical video content, making it perfect for DIY video ads that blend in with user-generated content.
- High Engagement: TikTok ads can go viral quickly, leading to high levels of engagement.
Drawbacks:
- Higher Initial Ad Spend: Costs can be higher compared to other platforms, particularly for initial campaigns.
- Youth-Centric: If your target audience is older, TikTok might not be the best platform for your ads.
Bottom Line: TikTok is an emerging platform with great potential for creative ads targeting a younger audience, but it requires a higher initial investment.
LinkedIn
Benefits:
- Industry-Specific Targeting: LinkedIn is ideal for B2B marketing, offering highly specific targeting options based on job titles, industries, and companies.
- Professional Audience: If you’re targeting professionals or businesses, LinkedIn provides a direct route to decision-makers.
Drawbacks:
- High Costs: LinkedIn ads tend to be more expensive, with a higher cost per click compared to other platforms.
- Limited Reach: The platform’s effectiveness can be limited unless you’re recruiting or targeting a very specific professional audience.
Bottom Line: LinkedIn is generally not recommended for most small businesses unless you’re specifically targeting professionals or looking to recruit. Even then, I’m still a NO.
Where Should Small Businesses Advertise?
Selecting the right advertising platform for your small business depends on your specific needs, target audience, and budget. Each platform has its strengths and weaknesses, from the broad reach and high costs of Google Ads to the niche but effective targeting of platforms like Pinterest and TikTok. Facebook and Instagram offer extensive tools for reaching diverse audiences, while Microsoft Ads and LinkedIn cater to more specific demographics. By weighing the benefits and drawbacks of each option, you can make an informed decision that aligns with your marketing
